A Transformative Giving Shift Among Women Across Generations Reveals a Personal and Grounded Approach to Philanthropy

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NEW YORK--(BUSINESS WIRE)-- A new HSBC report launched in collaboration with Know Your Value called The Giving Shift: Global Living, Local Giving, shows a powerful transformation in how women across the U.S. are building wealth and giving back. Moving away from performative, prestige-driven philanthropy, this new generation of women is ushering in a personal, grounded approach to giving—one rooted in community, family, and tangible impact.

Based on research conducted in partnership with Ipsos, the report surveyed women in the U.S. with $100,000 or more in investable assets. The findings show that affluent women—particularly younger generations and women of color—are charting a new course in wealth management and charitable giving.

Three in five surveyed women believe financial giving is extremely or very important, but the nature of that giving is personal and grounded in immediate human needs close to home. Top areas of giving are family members (41%), human services such as food insecurity and disaster relief (36%), and health/medical causes (30%). Gen Z and Millennials place higher importance on giving than older generations. Younger generations are also more likely to support education, civil rights, mutual aid, and public spaces within their communities.

The importance of giving grows with affluence; about a quarter of women with $100,000 to $500,000 in assets view it as extremely important, compared to a third of those with $1,000,000+.

Most striking is the shift in financial confidence. Contrary to traditional expectations, younger women report higher confidence in reaching their 10-year financial goals than older generations—with affluent Black and Latina women showing the highest levels of confidence overall.

“Women are no longer measuring wealth by size alone but rather defining it by purpose, impact, and control,” said HSBC U.S. Head of International Wealth and Private Banking Racquel Oden. “This report validates what we’ve been seeing with our clients – affluent women want strategies that support their financial independence, while enabling them to give meaningfully, starting with their own families and communities.”

“Women are rewriting the rules,” said MSNBC’s Morning Joe Co-Host and Know Your Value Founder Mika Brzezinski. “Giving is no longer about galas and nameplates but rather funding scholarships, supporting entrepreneurs, and sustaining local causes. When women lead in philanthropy, they lead with authenticity.”

From prioritizing stability and independence to making deeply personal choices about where and how to give, affluent women are demonstrating a more intentional and localized vision of prosperity. HSBC’s report underscores the importance of evolving wealth advisory models to better serve this growing segment—tailoring strategies that align financial goals with values-driven action.

For more information, visit hsbc.com/wealth.

About HSBC

HSBC Holdings plc, the parent company of HSBC, is headquartered in London. HSBC serves customers worldwide from offices in 57 countries and territories. With assets of US$3,214bn at 30 June 2025, HSBC is one of the world’s largest banking and financial services organizations.

HSBC Bank USA, National Association (HSBC Bank USA, N.A.) serves customers through International Wealth and Premier Banking (IWPB) and Corporate and Institutional Banking (CIB). Deposit products are offered by HSBC Bank USA, N.A., Member FDIC. It operates Wealth Centers in: California; Washington, D.C.; Florida; New Jersey; New York; Virginia; and Washington. HSBC Bank USA, N.A. is the principal subsidiary of HSBC USA Inc., a wholly-owned subsidiary of HSBC North America Holdings Inc. HSBC Innovation Banking in the U.S. is a business division with services provided in the United States by HSBC Bank USA, N.A.

For more information, visit: HSBC in the USA.

About the survey

This report details some of the findings of a HSBC online survey conducted by Ipsos from July 15-17, 2025. For this survey, a sample of 1,060 women age 18+, with investable assets ≥ $100k, from the U.S. was interviewed online in English. The starting sample of women was weighted to be representative of the U.S. population of women on age, race/ethnicity, education, and Census region. The credibility interval, a measure of precision used for non-probability-based online polls, is +/ - 3.7 percentage points.

Generational definitions used in this report: Gen Z (born 1997 – 2012), Millennials (1981-1996), Gen X (1965-1980), Baby Boomers (1946-1964).

About Know Your Value

Mika Brzezinski's Know Your Value is a movement and multi-touch point platform that helps women recognize, and be recognized for, their personal and professional value by developing and inspiring individual growth.

About MSNBC

MSNBC, soon to be MS NOW, is the premier destination for breaking news and in-depth analysis through commentary and informed perspectives. MSNBC averages 1.2 million primetime viewers year to date, with the average MSNBC viewer watching for eight hours each week. MSNBC offers live news coverage, influential voices, and award-winning programming – 24 hours a day, 7 days a week. MSNBC also delivers breaking news and information across a variety of platforms including MSNBC.com, TikTok, YouTube and more.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251007326176/en/

Media Enquiries

Matt Kozar

U.S. Head of Wealth Communications

matt.kozar@us.hsbc.com

Source: HSBC